How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities
Journal of marketing research, 2011-06, Vol.48 (3), p.457-471 [Peer Reviewed Journal]Copyright © 2011, American Marketing Association ;ISSN: 0022-2437 ;EISSN: 1547-7193 ;DOI: 10.1509/jmkr.48.3.457
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